The importance of self-knowledge has often been emphasized, from the traditional lore to the new age gurus. However, there may be very different ways to know thyself. Two of the most important aspects of self-knowledge are autobiographical memory and self-concept and it has been repeatedly shown that these aspects of self-knowledge display wide cultural variations. A recent paper reviews what we know about the developmental roots of these differences and it illustrates nicely some of the more recent and interesting trends in cross-cultural psychology.